Teatro Flamenco Madrid has found success balancing direct sales channels with select partners for international audiences, such as GetYourGuide. Since 2019, the company’s revenue from its GetYourGuide partnership has grown over tenfold.
Carolina López Garrido joined Artesred, the parent company of Teatro Flamenco Madrid, in 2024 as Chief Commercial Officer. It seemed like a perfect fit given her background in tourism management and her origins in southern Spain, where flamenco has its deepest roots.
“I love flamenco. I love our roots. I love our heritage,” Carolina says, “Flamenco is one of Spain's most iconic cultural experiences and an essential part of many international visitors' trips. Our goal is to present authentic flamenco exactly as it is: a living art form with deep cultural roots.”
Teatro Flamenco Madrid sees GetYourGuide as key to reaching that international clientele. In 2025, Teatro Flamenco Madrid welcomed more than 153,000 guests, representing over 17% growth from the previous year. Of those guests, more than 47,000 came from the platform.
Here, Carolina discusses the company’s dedication to quality and authenticity, and how GetYourGuide has been its go-to for international visibility.
What is Teatro Flamenco Madrid's mission?
Teatro Flamenco Madrid’s mission is to preserve, promote, and elevate authentic flamenco by offering high-quality live experiences that connect Spanish cultural heritage with international audiences.
We aim to make flamenco accessible, emotional, and memorable for visitors from all over the world while maintaining artistic excellence and authenticity.
What do you do to make sure you’re offering a high-quality experience?
Our flamenco show is performed in a high-quality venue, because we are a theater concept. We are not a tablao concept, which is normally a small venue. As a purpose-built theatre, we can offer tiered seating, advanced lighting and sound design, and an immersive stage production while preserving the authenticity of flamenco.
Besides that, we offer a high-quality flamenco show. Our artists say that they feel very comfortable with us because we treat them like artists.
What inspired you to partner with GetYourGuide in the first place?
Teatro Flamenco Madrid opened in 2017, and we started working with GetYourGuide in 2019. At the time, our objective was to increase international visibility and connect with travelers actively searching for authentic cultural experiences in Madrid. GetYourGuide offered access to a global audience and allowed us to accelerate our growth while diversifying our distribution strategy.
For us in the experience world, GetYourGuide was the natural platform to reach international travellers looking for authentic cultural experiences. The local client might come and see a flamenco show once, but no more. Our target client is international, and GetYourGuide was the platform to be on to reach those demographics.
How would you describe your experience with GetYourGuide so far?
Our experience with GetYourGuide has been extremely positive. The platform has become our leading OTA partner. Approximately 31% of our annual attendance comes through GetYourGuide, while direct sales continue to play an important role within our commercial strategy.
What has surprised us most is the consistency of international demand throughout the year, as well as the platform’s ability to connect us with travelers looking for authentic cultural experiences.
What makes GetYourGuide particularly valuable is not one single feature but the
combination of global visibility, demand generation, customer insights, technology, and
professional support. Together, these elements create a strong partnership that contributes to sustainable growth.
What has digitization of sales brought to your business?
Digitization has allowed us to scale international demand, optimize inventory in real time, improve distribution efficiency, and better understand customer behavior across markets.
It has also enabled us to operate more efficiently across multiple sales channels while maintaining a consistent customer experience. It allows us to make commercial decisions based on real customer demand and behavioral data, rather than assumptions.
Can you tell us about a specific moment when you realized the GetYourGuide partnership was having a real impact on your business?
The impact became evident over time through sustained year-on-year growth and the platform's increasing contribution to our international audience. It became especially clear when we reviewed our annual performance and saw that more than 47,000 guests had booked through GetYourGuide in 2025 alone.
It’s evident that GetYourGuide is not simply another distribution channel but one of the key drivers of our international growth and audience development.
In your view, what is the most important challenge facing your industry today?
One of the biggest challenges is balancing demand growth with operational consistency while maintaining artistic authenticity.
In a highly competitive, seasonal tourism environment, maintaining strong occupancy levels without compromising quality is essential.
Could you walk us through one specific experience you optimized with GetYourGuide insights?
We analyze booking windows, customer origin, and demand by showtime to optimize inventory, availability, and promotional activity.
By monitoring booking trends and demand patterns on GetYourGuide, we’ve optimized inventory allocation and availability for our most popular performances, particularly the 19:00 show during the week and the 19:00 and 20:45 shows on weekends.
This helps us maximize occupancy while ensuring customers can access the most
requested time slots. Sometimes we need to promote the shows that sell the least and know where we can use an offer. We also need to know the booking lead time to know when it is necessary to put that offer out.
What do your customers typically say in their reviews?
Customers consistently highlight the authenticity of the experience, the emotional impact of the performance, and the quality of the artists. Guests highlight the theatre itself, and the overall production quality, in addition to the authenticity of the performance.
Many reviews describe the show as one of the highlights of their visit to Madrid, and mention that the performance gave them a deeper appreciation for flamenco and Spanish culture.
What's the most memorable question you've ever been asked by a guest?
One of the most memorable questions we've received was whether flamenco performances are completely improvised every night. It leads to a fascinating conversation about the balance between technique, structure, and artistic spontaneity that makes flamenco such a unique art form.
Some of our customers ask us, "Why don't you do a mix of modern music and flamenco music?" While we certainly don’t stand in the way of innovation, our mission is to preserve authentic, traditional flamenco.
We want to strike a balance between success and authenticity.
What does success look like for you in 2–3 years?
Success means consolidating Teatro Flamenco Madrid as the benchmark flamenco theatre experience in Madrid while continuing to grow internationally.
When the company started, we only had one theater: Teatro Flamenco Madrid. As the company has grown — now we have five theaters — we are more conscious of the importance of having a very good partner who can look after the company's success.
Key Takeaways
- Increasing guest and revenue numbers: From 2024 to 2025, Teatro Flamenco Madrid’s attendance grew from approximately 131,000 to more than 153,000 guests. Its focus on authentic, high-quality performances and a smart international sales strategy through GetYourGuide helped revenue rise from €4.3 million to over €5 million.
- Maintaining a profitable partnership: In 2025, GetYourGuide brought in over 30% of Teatro Flamenco Madrid’s total annual attendance, making it the company’s leading OTA partner.
- Advancing with digital integration: Teatro Flamenco Madrid is directly integrated with GetYourGuide through its ticketing system. This helps the team manage inventory efficiently, maintain real-time availability, and provide a seamless booking experience.
- Elevating international presence: The company credits GetYourGuide with bringing in most of its European customers. It has seen a notable increase in international reservations since working with the OTA platform.
- Utilizing OTA data: Teatro Flamenco Madrid regularly reviews booking trends, customer behavior, and source markets. These insights help it optimize inventory, scheduling, pricing decisions, and resource allocation.
